Google Ads not working? It usually breaks in one of four places. The ads are not showing, they show to the wrong people, people click but don’t call, or they call and Google never finds out. This checklist walks through all four, in the order we check them on contractor accounts.
Short answer: first check that your ads are actually running (billing, approvals, budget and schedule). Then check who sees them (areas and search terms). Then check what happens after the click (page speed and an easy way to call). Last, check that calls and forms are counted. Most “Google Ads not working” problems we see are in the last step.
- Ads are not showing at all
- Ads show to the wrong people
- Clicks come in, calls do not
- Calls come in, but are not counted
Part 1: Are your ads running at all?
- Billing. A failed card payment stops every campaign. Look for a red notice at the top of your account and in the notifications bell.
- Ad status. In Ads, check the status column. “Disapproved” or “Eligible (limited)” means a policy problem is stopping or limiting the ad. Open it to see the reason.
- Google Ads “destination not working”. Google disapproves an ad when its landing page doesn’t work for Google’s checking robot. Common causes are a typo in the address, a page that returns an error such as 404, a broken redirect, a page behind a password, or a site that is too slow or down. Fix the page, check it loads normally, then file an appeal or edit the ad so it is reviewed again (Google’s policy page).
- Budget and schedule. “Limited by budget” means your ads stop showing part of the day. Also check your ad schedule: ads set to office hours won’t show on a Saturday.
Google Ads not working today, across every campaign at once? Start with billing and the notifications bell. A failed payment is the most common reason for a sudden stop.
Part 2: Are the right people seeing them?
- Location option. Google’s default, “Presence or interest”, can show your ads to people who are only interested in your area. For a local trade, “Presence” is often the better choice: it reaches people who are in or regularly in the places you serve (Google’s guide).
- Search terms. Open the search terms report and read what people really typed. Add negative keywords for searches like “jobs”, “salary”, “DIY”, “parts” or “how to”, unless those bring you work.
- The right services. One campaign for “roof repair” and another for “roof replacement” lets you set different budgets for different job values. One campaign for everything usually spends on the cheapest searches.
Part 3: What happens after the click?
- Mobile page speed. Most people searching for an urgent repair are on a phone. If your page takes several seconds to load, many of them leave before they see your number.
- An easy way to call. Put a tap-to-call number at the top of the page, and add a call asset to your ads. Show the ads when someone can really answer.
- One clear offer. Send people to a page about the service they searched for, with your area, reviews and one next step. Not your home page.
Part 4: Are calls and forms being counted?
- Calls are tracked. Count calls from the ad and calls from your website. In our check of 258 home-service websites running Google Ads, 65% could not count calls made from their website.
- Each lead counts once, and only real leads count. A tag that loads twice doubles your leads, and a page view counted as a lead fills the report with leads you never got. In our study, 34% loaded the same kind of tag twice and 14% counted a page view or button press as a lead.
If Google Ads shows few or no conversions but your phone rings, read Google Ads conversions not showing: 7 causes and fixes.
Signs your Google Ads is not performing
| What you see | Most likely cause | Where to look |
|---|---|---|
| No impressions | Billing, approvals or budget | Part 1 |
| Impressions but few clicks | Ads shown for the wrong searches, or weak ads | Part 2 |
| Clicks but no calls | Slow mobile page, no clear way to call | Part 3 |
| Calls but no conversions in Google Ads | Calls not tracked | Part 4 |
| More conversions than real leads | Tag running twice, or page views counted | Part 4 |
Frequently asked questions
Why are my Google Ads not running?
The usual reasons are a billing problem, a disapproved ad, a budget that runs out early, or an ad schedule that excludes the hours you are checking. Start with the notifications bell and the status column.
What does “destination not working” mean in Google Ads?
Google could not load your landing page properly. Fix the address or the page so it loads without errors, then appeal or edit the ad so it is reviewed again. Google gives at least 7 days’ warning before suspending an account for these violations.
Why do I get clicks but no calls?
Usually the ads show to people outside your area or for the wrong searches, or the mobile page is slow and hides your number. Check Parts 2 and 3.
How do I know if Google Ads is really not working, or just not tracking?
Compare your real calls and forms for a month with the conversions in Google Ads. If your phone rang far more than Google Ads shows, the ads may be working and the tracking is not.
Want us to check it for you?
Stuck on a problem that isn’t on this list? Send us your website and we’ll check the tracking side for free, with a reply within one business day. No passwords needed. Get a free tracking check or book a short call. See how we fix Google Ads and conversion tracking for contractors.
Written by Burhan Abdul Basit, co-founder of Xmerge Solutions. He has worked on Google Ads and conversion tracking for small businesses for five years. Facts checked against Google’s help pages on 3 November 2026.